One week to go until the Black Friday Bonanza
London, UK. November 18, 2016: There are a mere seven days to go until Black Friday is upon us, the days just prior and following are set to see an estimated spend of over £5 billion and the dawn of ‘Black Fiveday’. By this point, retailers should have completed their final check lists for the biggest shopping event of the year; including capacity tests, contingency plans, and business alignment if they are to reap its rewards.
Alongside more overall Black Friday sales than ever, this year is also expected to be the mobile tipping point, with a total of £2.55 billion Black Fiveday purchases made via mobile. As such, not only do retailers need to have prepared their online operations, but they need to have taken the same high level of vigilance with their mobile offering.
Commenting on the annual event, Wunderman Thompson Commerce's Head of Managed Services, John Beechen advises: “Whether retailers wish to participate in Black Friday or not, they need to have prepared their systems and their businesses for the increase in levels of traffic as customers will be in the mood to shop and it cannot be escaped.”
Beechen adds: “Black Friday is no longer about one single day, but closer to a week-long event. And retailers are making their own plans to capitalise on the opportunity it presents – we have already seen this with the likes of Amazon extending its Black Friday sales to a fortnight. It’s an occasion to create an ongoing experience and grow that invaluable customer base and loyalty. Everyone now knows it is coming, and consumers will be savvy in the days before to start looking at which items they wish to buy and so it is imperative that retailers have all of their operations lined up and ready to go.”
Wunderman Thompson Commerce has created ‘The Black Friday and Peak Trading Ecommerce Operations Playbook’, a guide based on Wunderman Thompson Commerce's experience in supporting the peak operations of several leading UK retailers. Wunderman Thompson Commerce will also be continuing its ‘Peak operations service’ this year, which was successfully run for retailers in 2015, and which included performance testing, readiness planning and a 24 hour operations centre to monitor and detect site issues before they impact the customer.